IRVINE, Calif. – HI-CHEW, the immensely fruity and intensely chewy candy brand, is stepping into an exciting new category with its first-ever licensing collaboration. Partnering with MGA's Miniverse, the original DIY collectible brand, HI-CHEW is bringing its iconic Original Mix into the fast-growing world of mini collectibles through the limited-edition MGA's Miniverse Real Brands Vending Machine.
As HI-CHEW's first licensed collaboration, the partnership marks an exciting milestone for the brand, bringing its signature flavor-packed experience beyond the candy aisle and into the world of highly detailed, hyper-realistic miniatures beloved by fans.
Inside the limited-edition vending machine, collectors will discover three exclusive Real Brands minis. The Teal machine features a miniature HI-CHEW Original Mix peg bag complete with lifelike tiny HI-CHEW "chewlets" that fill a replica of the brand's iconic candy bag, making it a must-have for both candy lovers and miniature collectors.
Adding to the realism, each machine includes a mini "credit card" that allows collectors to dispense snacks from the vending compartment and showcase their collection on the display shelves. Compatible with all Real Brands™ minis (sold separately), the MGA's Miniverse Real Brands Vending Machine offers endless opportunities to collect, display, restock, and customize the ultimate mini snack station at home.
"At HI-CHEW, we're always looking for new ways to deepen how fans experience our brand beyond taste alone," said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. "As our first-ever licensing partnership, collaborating with MGA's Miniverse represents an exciting opportunity to bring the playful, colorful world of HI-CHEW to life through a unique collectible experience. By combining our iconic brand with Miniverse's highly detailed miniatures, we're creating a new way for fans to engage with HI-CHEW®—one that sparks discovery, creativity, and connection. We're thrilled to offer consumers a fun and unexpected way to interact with the brand they love."
The launch is a natural extension for HI-CHEW's growing cultural relevance among Gen Z consumers, who have long embraced the brand not only for its candy offerings, but also for its trend-driven collaborations, crave-worthy flavor innovations, and ability to stay at the center of social buzz. Entering the collectibles space allows the brand to meet fans in an entirely new way while celebrating the nostalgia and joy that have made HI-CHEW a favorite for decades.
As collectible culture continues to thrive, driven by fandom, nostalgia and the desire to celebrate favorite brands in new ways, HI-CHEW's first licensed product offers consumers another reason to smile. Whether displayed on a shelf or added to a growing miniature collection, the tiny HI-CHEW Original Mix transforms one of the brand's most recognizable products into a playful keepsake that captures the fun, color, and charm of the brand in a way that's just as irresistible as the candy itself.
The MGA's Miniverse Real Brands Vending Machine retails for $19.99 and is available at shop.mgae.com and retailers where MGA's Miniverse™ products are sold, including Walmart, Target and Amazon. Fans can explore this launch and the entire MGA's Miniverse™ lineup on the MGA's Miniverse website and follow the brand on Instagram and TikTok for the latest updates and reveals. These ingredients are not edible and are not suitable for kids under the age of 8. To learn more about HI-CHEW®, visit HI-CHEW.com, like us on Facebook, and follow us on Instagram (@HICHEWUSA) and TikTok (@HICHEWUSA).
